Redefining a design system

To unify Lincoln’s digital touchpoints across the website, the Lincoln Way app, and the in-car HMI, Lincoln asked us to create a new experience and design system that can unify all three. Delivering on the brand promise of “revitalization,” we created an immersive experience that reduces complexity to move clients down the funnel, utilizing personalization and live local inventory.

User-testing and research confirmed potential clients prefer quick, digestible content. Therefore, the site breaks features into scannable sections, allowing the client to find information faster and dive deeper into what interests them.


Creative Direction
Experience Design
Content Strategy
Accessibility Testing
Design Guidelines


Hudson Rouge

Multiple "Build Your Own" flows were explored, along with how customers can add pre-built packages during the process.

All paths lead to inventory. Location-based inventory is integrated throughout the experience providing quick access to local inventory.

The Lincoln Way app gives clients quick access to a virtual key, vehicle details, concierge services, and more. All skinned to match their vehicle, adding to the personalized experience.

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